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African Tourist Markets are Focused on the Vast Chinese Markets

Kenya, Tanzania, and South Africa are leading a charge by African countries to reinvigorate their post-pandemic tourism markets by targeting the Chinese travel market. The three countries, along with Egypt, were among the first popular destinations for Chinese visitors after the Asian giant relaxed two-year-old pandemic rules to allow its citizens to travel for tourism in February. All three countries have been implementing long-term strategies — including resuming direct flights to China, relaxed e-visa requirements, direct marketing in China through embassies and travel agents — and investing heavily to woo Chinese tourists. Kenya is expanding its focus to reach more Chinese tourists by marketing through travel agents, partnerships with airlines and tour operators and social media platforms, according to John Chirchir, acting chief executive of Kenya Tourism Board. There’s a particular focus on WeChat, Mafengwo, Weibo, and Douyin, the China-based sister video channel to TikTok.